Given the frankly astonishing amount of data collected about all of us in our everyday lives by many more sources than the OS on my PC, I don’t see that Win 10 is anything incredible or even out of the ordinary in terms of data collection. As the article points out, it’s the new norm.
Faceache and Google between them collect an incredible amount of data without anyone ever thinking about it. And that’s just two obvious targets.
It depends on whether you blankly click “allow” (or similar)/go with the default, or are the kind of user who actually bothers about their security and privacy settings.
But as the article also points out, if you want all the shiny, you’ve got to play by their terms.
Maybe just that people don’t evaluate terribly well what they’re giving away to get the shiny shiny.